Research On The Marketing Channel Strategy Of Jingning Cj Fruit Company

China is one of the world’s biggest countries in producing apples. The country’s apples have strong consumption demand, and the apples’planting areas and yields are in the first place of the world all the year round. As the nation’s two largest advantaged apple production areas, the Bohai bay and the loess plateau have many fruit purchase and sale, storage, and processing enterprises. These enterprises or rely on the advantages of apple brand, or cost advantage, or channel advantage, trying to grab market shares both at home and abroad. Jingning county in Gansu province as one of the advantaged growing area in loess plateau, the apples have increasing production, excellent quality, and expanding export scales, so that the fruit companies’purchase costs becoming higher and higher relative to a few years ago. As a result, many companies began to expand sales network, reintegrate and distribute domestic and foreign sales channels, make the channel strategy as their core competitiveness.CJ company as one of the leading fruit enterprises in Jingning county, after years of great development, gradually formed four channel mode, namely "company+wholesale merchants+farmers market/supermarket" mode, "specialized brand image store " mode, foreign market channels and online marketing channels. But these channels still have many deficiencies, such as high transaction costs, low transaction efficiency; Some channels have small scales, immature development, and low organization level; The company’s sales terminals are mainly the farmer’s markets, many large supermarkets and professional apple chain stores account for a smaller sales share; Especially the "path dependence" problem in marketing channel is very serious, as a result making the other channels’development unbalanced and uncoordinated, even having some new small online fruit stores occupy the market shares.Therefore, in order to enhance its competitiveness in the domestic fruit enterprise, the article first analyzed the CJ company’s macro marketing channel environment, and then combined with the problems existed in the four channel modes, through comparative analysis, introduced CJ company’s channel competition situation from the angles of channel level competition and industry competition. Next, with the help of SWOT method, the article came to the conclusion that CJ company should adapt to the "SO" channel strategy in the future. The "SO" strategy need focus on the following three aspects:first, to implement a multi-channel strategy such as "international marketing+recommendation+exhibition+ specialty store+e-business"; Second, to change the "push marketing" sales way into "push and pull"; Third, to make the efforts both on the channel spreading and channel distribution. Under the guidance of the three policy, the article first made suggestions on the traditional three marketing channels:"company+wholesale merchants+farmers market/supermarket" model should gradually change to "company+farmers market/supermarket" model; "specialized brand image store " can draw lessons from the success of some chain stores or fruit distribution stations in big cities; The development of foreign channels must make full use of the government power, and also regularly hold various apples trade exhibitions. Then, the article planned CJ company’s online marketing channel from the three aspects of indentifying the needs, setting up goals, looking for development countermeasures, and put forward that the company should combine the online marketing with offline marketing, and combine the online direct marketing with online agent marketing.Finally, the article give advices on the CJ company’s marketing channel managements and controls from the sides of conflict management, performance evaluation, incentive management and strategic alliance.